Last fall, Edmonton's music scene was in crisis.
Five live music venues closed their doors in 2015, prompting drummer Thom Bennett to mobilize musicians, promoters, city officials, journalists, radio hosts and club owners in an effort to strengthen the scene.

"I love the team mentality and community concept of Velveteen, we're trying to have as many great minds under one roof as possible," says engineer Brad Smith. "We know we make something better as a team rather than as individuals."

"The subject matter is super, super dark — like a lot of it is stories about being down on your luck. That informs the crux of the narrative. It asks the question: 'Why should an artist suffer for their art?'"